At a time when most Americans are living paycheck to paycheck, the 'quiet luxury' trend takes over

2023-06-10 13:00:01  • 4 mins

Key Points

  • The "quiet luxury" trend has quickly caught on, even though, these days, most Americans are more likely to live paycheck to paycheck.
  • Marked by expensive materials in muted tones, quiet luxury is also known as stealth wealth.
  • As Americans' economic circumstances get increasingly divided, consumers could benefit from the shift to low-key basics over loud logos, one financial expert says.

Actress Gwyneth Paltrow enters the courtroom for her trial in Park City, Utah, March 24, 2023.

Rick Bowmer | Getty Images

"I wish you well."

Gwyneth Paltrow may have had the last word at the conclusion of her ski accident trial in March, but it was her head-to-toe "old money" look that is still echoing through society today.

Also buoyed by the elite world depicted in HBO's "Succession" and Kim Kardashian's monochrome mega mansion, the "quiet luxury" trend has quickly caught on, even though, these days, most Americans are more likely to live paycheck to paycheck.

What is quiet luxury?

Marked by expensive materials in muted tones, quiet luxury, also known as stealth wealth, is "the complete lack of logos and anything too conspicuous," said Thoma Serdari, professor of marketing and director of the fashion and luxury program at NYU's Stern School of Business.

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